The Morris County chronicle. [volume] (Morristown, N.J.) 1877-1915, 1887-10-01
why Newspaper Advertising Pays.

All see the advantage of advertising in
starting business and it's helpfulness in
getting a new enterprise well on its feet.
Not all, however, remarks contemporary,
understand just why it could not be great
ly reduced after trade once gets moving to
a proprietor's doors. One reason why he
must keep on making his usual announce
ments is drawn from the condition of
commerce in our day. There was time
when, perhaps, a mans sign over his door
was enough to call attention to his busi-
ness, and in connection with his local rep
utation in his neighborhood, placed him
prominently in the public eye. Such a
time could only be when nobody did more
than that-when that was the course pur>
sued by dealers generally. To-day. how
ever, attention is called only when it is
compelled; so many other dealers are
placing themselves before the public gaze
that he will never be seen unless he places
himself in line with them. And this is
why he cannot stop advertising. Others
will keep on forcing the public to notice
them, and no attention will be paid if he;
is content to be modest and let the push.
ers rush their headlines before the public.
In crowding times like these he will lie
hustled to the rear, out of sight, if he does
not crowd, too. This is why he cannot
we'll stop spending money for ADVERTISE
ing, even after he is well known. The
other well known fl lows, and new con-
Germs that hope to become well known will
not stop also. If he enters into the race,
he cannot hope to win if he does not run
to the fnish-and there is no finish till he
retires from business.
Another reason for continuing to hang
his banner on the outer walls is found in
the fact that thespeople exhibit tendency
to trade with prosperous concern, and
that persistent. never failing advertising
is taken as sign of prosperity. When a
man stops advertising his name and bust
ness, it is interpreted as meaning that his
| trade is of such a nature as not to attract
and hold business sufficient to let him
pay advertising expenses. 1t is taken as
sign of his decadence if it is perceived
that the column which once knew his
name now knows it no more. People like
to trade with prosperous firm, and in
these days profuse advertising is taken as
sign that the store is fall Of the kind Of
goods which ought to boom it. Else, peo>
pie argue, how could this thing be kept
upP The firm must do big business, and
where everybody trades must be suhstans
tial iuducement for their doing so. The
unfailing appearance Of the advertising
announcement is taken as an indication OF
the success of the firm and there is popu-
lar conviction that success is sign Of
merit in the goods dealt in by the house.
! It is felt that usually success stands for a
treatment of the public that merit success.
Advertising, in these times the sign of that
success and merit which has compelled il,
cannot be discontinued without the in.
evitable inference that business is declin-
ing because it no longer deserves to sue,
coed. Advertising continuously keeps the
public from forgetting you; and conveys
: the impression that you are succeeding
and the public likes a successful man. IL
cease to advertise is to court oblivion.